Involved in a competitive and dificult system, those starlettes from the mid-20th century sought to attract mass media attention, frequently become slaves of them. They were induced to a self-demand to achieve an idyllic and canonical beauty, which in many cases lead to illnesses and disorders such as anorexia or bulimia, addiction, or depression. Nowadays, seduction is still @slave. In a world controlled by internet and social media, the new starlettes aim to succeed in platforms like Facebook, TV or @Instagram, the most powerful. Today, #WeAllAreStarlettes.
LOCATION Bologna. Italy
CLIENT Foundation Fashion Research Italy, Cineteca di Bologna
TEAM LUGADERO (Javier Martínez, Marta Morera, Pablo Sendra, Julio León, Antonio Bonilla, Antonio Figueroa, Elisa Monge, Beatriz Pavón, Tamara Fernández)
Three spaces will be established:
1 @exterior_space of continuous mirror. The reflection of the Foundation reflects with the visitor’s reflection.
2 @FashionShow of faceted mirror. Infinite universe of mirrors and reflections.
3 @garden_of_the_unachievable_beauty, bucolic garden of flowers that cannot be accessed, with the photo exhibition.
DWELLING THE PAVILION
In addition to the exterior experience, these spaces generate three kind of interior experiences:
A @FashionShow01 walk along the fashion show, with an infinite space of mirrors.
B @garden_exhibition the interior space is illuminated and the photography exhibition appears inside the garden.
C @FashionShow02 the garden goes into dark and the visitor follows the infinite space of mirrors.
The proposed order of the photographs follows this narrative They are ordered by month, as if these girls would have uploaded them to Instagram. From January  to December . This order does not determine the way they are exhibited. The will be shown in three screens inside the garden, with videos related to this narrative.
THE SYMBOLOGY OF SLAVERY
Immersed in a dificult and demanding industry, seducing was the aim of every starlette. During the 20th century, films has used certain objects as an allegory to seduction. This pavilions brings some of them:
@flowers. The world of flowers as iconography of the seduction from men to women, in the majority of the cases as fashion accessoryor as a courtship gift. American Beauty [Sam Mendes,1999]
@jewllery. Jewels, brightness and reflections as the imagina of the seduction power from women to men. Men also use it as a courtship give, so women can wear it and increase their seduction power. Breakfast at Tiffany’s [Blake Edwards, 1961]
@mirror. The mirror as the symbol of oppression, of insecurity and of fight against oneself to achieve certain social canons.
– Evil Queen: “Magic mirror in my hand, who is the fairest in the land?”.
– The magic mirror: “My Queen, you are the fairest in the land.”
Snow White and the Seven Dwas [1st film of Walt Disney, 1937